“There’s not a screw or detail that’s not there for a very good reason.”

According to Jony, the design of the iMac G4 was ingenious not because of its shape but its unexpected unobtrusiveness. Although it looked like a freaky lamp on approach, everything but the screen disappeared when the user sat in front of it.

“With the new iMac, if you just sit there for ten minutes and move the display around, you quickly forget about its design. The design gets out of the way,” Jony concluded. “We are not interested in design statements. We do everything we can to simplify designs.”

One of the things I’ve always found is that you’ve gotta start with the customer experience and work backwards to the technology. You can’t start with the technology and try to figure out where you’re going to try to sell it. I’ve made this mistake probably more than anybody else in this room and I got the scar tissue to prove it.

Do you want to sell sugared water for the rest of your life? Or do you want to come with me and change the world?

Mistakes will be made by the way. Some mistakes will be made along the way. That’s good good because at least some decisions being made along the way. We will find the mistakes and we’ll fix them.

For me, the subject of a picture and its background have the same value, or, to put it more clearly, there is no principal feature, only the pattern is important. The picture is formed by the combination of surfaces, differently coloured, which results in the creation of an “expression.” In the same way that in a musical harmony, each note is a part of the whole, so I wished each colour to have a contributory value. A picture is the co-ordination of controlled rhythms, and it is thus that one can change a surface which appears red-green-blue-black for one which appears white-blue-red-green; it is the same picture, the same feeling presented differently, but the rhythms are changed. The difference between the two canvases is that of the two aspects of a chessboard in the course of a game of chess.

The appearance of the board is continually changing in the course of play, but the intentions of the players who move the pawns remains constant.

I decided to discard verisimilitude. It did not interest me to copy an object. Why should I paint the outside of an apple, however exactly? What possible interest could there be in copying an object which nature provides in unlimited quantities and which one can always conceive more beautiful? What is significant is the relation of the object to the artist, to his personality, and his power to arrange his sensations and emotions.

“There is something indefinable in an entrepreneur, and I saw that in Steve,” he said. “He was interested not just in engineering, but also the business aspects. I taught him that if you act like you can do something, then it will work. I told him, ‘Pretend to be completely in control and people will assume that you are.’”